Opinions on corporate and brand identity work.

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New Logo and Identity for Unomaly by Essen International
 

before

after

Reviewed Sep. 11, 2017 by Armin

Industry / Technology Tags /

Established in 2010, Unomaly is a provider of IT breach-detection tools based in Stockholm, Sweden, who have developed an algorithmic software platform that monitors all data logs produced in an organization’s IT-systems and, based on machine learning, it can automatically alert users when it encounters anomalies. Looking to expand its client base globally, Unomaly recently introduced a new identity designed by local firm Essen International.

As a start-up, Unomaly had invested more or less everything in the product. All resources were allocated to continuously improving the product and the sales process. Our ambition was primarily to scale Unomaly from being merely a product to a brand, preparing them for a global takeover and to make the sales process more efficient. Secondly, as they inevitably face growing pains like any other successful start-up, we had the ambition to develop an aspiring brand attracting both male and female engineers for recruiting purposes. [… The result is a] brand as unique and progressive as the product itself. A brand prepared for further expansion and internationalization. A brand worth taking note of.

Essen International project page

New Logo and Identity for Unomaly by Essen International
Logo.
New Logo and Identity for Unomaly by Essen International
Logo animation.

The old logo was not too bad, with a slightly unorthodox typeface and making an effort to signal an anomaly by raising the “U” and underlining it. The logo could have stayed like that for years and it would have been perfectly fine. The new logo, though, speaks much more directly to the back-end, internal, terminal-like level where the work of the software takes place. The coarse bitmap wordmark looks like a font you would find in the inner workings of computer code. The result is a slightly quirky but also somehow dead-serious logo with a great rhythm to it and very interesting character shapes. The “y” is particularly engaging and, being at the end, it almost looks like an underscore blinking cursor.

New Logo and Identity for Unomaly by Essen International
Numerals.
New Logo and Identity for Unomaly by Essen International
Lanyards.
New Logo and Identity for Unomaly by Essen International
T-shirt.
New Logo and Identity for Unomaly by Essen International
UI elements.
New Logo and Identity for Unomaly by Essen International
Online presence.

I wish there were a few more applications to see the identity in action, especially those numerals (which you can see in the image directly above). The dots with the color trailing behind them isn’t the most novel of graphic approaches but it feels appropriate to the product when combined with the color palette of dark gray, mint, blue, and purple. Overall, the logo does a great job in playing off of the name — and creating a slightly anomalous logo — but the identity, while serviceable, could do with some glitches of its own to make it more engaging.

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Logo Before & After
Sample Application

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